IT Services Marketing Association Unveils New Workshops on Internal Marketing, Branding and Reputation Management in Europe

ITSMA Responds As Leading Technology Marketers Highlight Brand,
Reputation, Measurement, and Skill Development as Priorities for 2002.

London, U.K.—25 February 2002— ITSMA Europe today announced two new training workshops for technology service marketers in Spring 2002 in response to issues raised at a recent ITSMA industry forum of Europe's top technology services marketers. The first will look at the way in which services marketers build support for their programs then measure and demonstrate results internally, and the second will explore techniques for building successful brands and developing strong reputations.

These workshops are designed to respond to key issues facing IT, Telecoms and professional services companies. Top of mind among ITSMA's members are brand positioning, reputation management, measurement of marketing programs, and developing and recognising the skills of marketing people in the technology sector.

Terry Hannington, ITSMA's European MD said, "Accenture, EDS, Ericsson, IBM, Microsoft and PricewaterhouseCoopers, who were all represented at our industry discussion forum, are among the 100 plus ITSMA members whose needs drive our program of research, reports, events and training each year. Our first two training workshops in 2002 are designed to support our members and further the profession of services marketing in Europe."

'Selling the Sizzle: Building High Impact Marketing Teams and Programs', is scheduled for the 26th and 27th March. It will focus on planning for marketing investment, ensuring marketing activities are understood and supported internally, then measuring and demonstrating the value created for the business. Of crucial importance is the identification of marketing's various internal customers, and how their needs can be addressed successfully.

The workshop will draw on ITSMA research and case studies, plus guest presenters from PricewaterhouseCoopers and The KnowledgePool Consultancy, a leading professional training provider and IT skills specialists. Delegates will receive a combination of practical techniques, such as a balanced scorecard approach to marketing measurement, and soft skills, such as communications and influencing skills.

'Building Brands and Managing Reputations' is the focus of the second workshop, on 22nd and 23rd April. Its main objective is to help marketers understand the importance of branding for a service company, and the intrinsic link between brand and reputation. A guest speaker from Landor Associates will outline the process of creating a brand, its launch, and its promotion. Particular attention will be paid to how a brand is converted into a sustainable reputation, or indeed how a reputation can be turned into a brand. Marketers will be briefed on the actions necessary to sustain and develop internal awareness and support for the brand, with a further guest presenter from change and communication specialists, 'Beasyousay'.

The new seminars follow ITSMA Europe's recent course, 'The Client-Centric Marketing Program', held in conjunction with Cranfield School of Management, which was well received by delegates from Ericsson, HP, IBM, ICL, NCR, Pitney Bowes and Unisys, among others. Gary Langlands, Senior Marketing Manager within NCR Financial Solutions Division said, "ITSMA's Client-Centric Marketing Programme examined a number of key areas specific to services marketing which, allied with the delegate interaction, provided a very worthwhile use of my time."

More information about ITSMA Europe's Spring 2002 training workshops, which will both be held at the DeVere Bellhouse in Beaconsfield, can be found at www.itsma.com. Delegates can register online or by calling +44 (0) 1494 616027.

Notes for Editors:

For more information about ITSMA, or either of the two training workshops, contact Bev Burgess on Tel: +44 (0) 1892 546257; Email: info@itsma.com.

For more information about PricewaterhouseCoopers, visit www.pwc.com; about KnowledgePool visit www.knowledgepool.com; about Landor Associates, visit www.landor.com; about Beasyousay, visit www.beasyousay.com.

About ITSMA
ITSMA specializes in helping companies market and sell services and solutions more effectively. As a membership organization, we work with the world's leading technology, communications, and professional services providers to generate increased demand, strengthen customer relationships, and improve brand differentiation. ITSMA members include business leaders such as Accenture, BT, Cisco, Hewlett-Packard, IBM, Microsoft, SAP, and Tata Consultancy Services, among others. Our comprehensive research, consulting, and training on topics including ITSMA Account-Based Marketing ^SM, Brand Positioning, and Solutions Development provide the insight and experience companies need to improve business results. ITSMA is based near Boston, and has offices in London and Tokyo. Learn more at www.itsma.com.